Bang In The Middle to handle Little's communication mandate

Bang in the Middle has been brought on board to create the entire communication campaign for Little, the new hyper-local live deals app that is being rolled out across India. The app is a part of the new online to offline service marketplace business, where offline merchants can harness the power of online medium to increase traction, footfalls and fulfillment.

Little has aggressive plans to scale and build traction and will be leveraging offline and online mediums for the same. The campaign is likely to launch soon in select cities. Little will have thousands of deals live at any given moment from a variety of merchants that include restaurants, salons, spas, movie halls, hotels, gyms, weekend getaways and such. Because the deals are live, and on app, Little will build a sense of urgency to get users to avail the deals. Little, at this time, is already live in major cities of India with thousands of merchants live on the app.

"Little will open up a host of new opportunities for local merchants; it will make their business more customer-centric and this needs a new way of thinking on the brand. Bang in the Middle is working with us to make Little very powerful," says Manish Chopra, MD and founder, Little.

"Little is a very interesting concept. It has to create a category for itself. We are delighted to be on board. The campaign for Little will definitely not be little," adds Naresh Gupta, managing partner, Bang in the Middle.

Bang in the Middle claims to be among the largest independent agencies in India with clients such as Jabong, IndiaMart, Srinivasa Hatcheries, Vimal, Oxolloxo, Divan'ni, Future Brands, Delhi Airport, Medicines Sans Frontier, Bhima Boutique and Honda Cars, among others. It was co-founded by Prathap Suthan and Naresh Gupta.